This research project intended to examine the Impact of Sales Promotion and Consumer Buying Behavior in selected Local Governments Area in Zone A of Niger state. This is with the view to evaluate the extent that the behavior of the consumers can be affected by sales promotion. The research used random sampling methods as a sampling technique to obtain the sample size from the population case study. Primary source of data, through questionnaire were collected from 80 consumers from four selected Local Governments in Zone A. of Niger state. Data were analyzed using tables and statistical Chi-square which shows the significance relationship between contextual variables and consumer buying behavior, that sale promotion accelerates the consumer buying decision. It was also observed that consumers in selected areas of study use more of free product type of sales promotion than other types. Recommendations were made to includes that there should be necessary improvement on promotional activities by using the promotional tools interchangeably.

TABLE OF CONTENTS

Title page

Abstract

Table of content

CHAPTER ONE: INTRODUCTION

1.1 Background of the study

1.2 Statement of the problem

1.3 Statement of Research Question

1.4 Objectives of the Study

1.5 Research Hypothesis

1.6 Scope and Limitation of the Study

1.7 Significance of the study

1.8 Chapter Scheme

CHAPTER TWO: REVIEW OF RELATED LITERATURE

2.1 Introduction

2.2 Sales promotion and consumer buying behavior

2.3 Meaning of sales promotion

2.4 Types of sales promotion

2.5 Development of sales promotion programme

2.6 Main tools of promotion

2.7 Benefit of sales promotion

2.8 Limitation of sales promotion

2.9 Meaning of consumer buying behavior

2.10 The major factors influencing consumer behavior

2.10.1 Complex Buying behaviour

2.10.2 Dissonance reducing behaviour

2.10.3 Habitual Buying Behaviour

2.10.4 Variety Seeking Buying behaviour

2.11 Process in consumer buying decision

2.11.1 Information Search

2.11.2 Alternative Evaluation

2.11.3 Purchase Decision

2.11.4 Post-Purchase Behariour

2.12 The empirical literature on the relationships between sales promotion and consumer buying behaviour

CHAPTER THREE: RESEARCH METHODOLOGY

3.1 Introduction

3.2 Research design

3.3 Data Sources and Method of Collection

3.4 Research Population

3.5 Determination of Sample Size

3.6 Method of Data Analysis

CHAPTER FOUR: DATA ANALYSIS AND INTERPRETATION

4.1 Introduction

4.2 Data Presentation Analysis and Interpretation

4.3 Hypothesis Testing

CHAPTER FIVE: SUMMARY, FINDINGS AND CONCLUSION AND RECOMMENDATIONS

5.1 Introduction

5.2 Summary

5.3 Findings and conclusion

5.4 Recommendations

Bibliography

Appendices

CHAPTER ONE

1.1 BACKGROUND OF THE STUDY

Basically, promotion is first introduced in the 4Ps of marketing. The four (4) Ps represents the marketing mix (Product, Price, and Place and Promotion) and the promotional mix is the important term used to explain the set of tools which businesses use to communicate the benefit, source and other information about their product to customers in order to persuade them to purchase the products. These tools are advertising, publicity, sales promotion and personal selling, (Kotler 2001).

On the other hand consumer behaviour is another important aspect in the retail business sector. Consumers are not always normal/simple buyer, (Kotler 2001).

Sales promotions have become a vital tool for marketers and its importance has increased significantly over the years. Studies that strive to understand the impact of sales promotions on consumers’ behavior are very important. Also culture has profound implications on the psyche of the consumers’ behavior, adaptation to cultural

values leads to marketing effectiveness. So to this study, understanding consumer behavior in a different framework is very useful for the success of an organization.

Clancy, Jose, & Zacharias (2000) established a significant relationship between knowledge of it business environment and with effective and efficient marketing strategy they, firms must possess a detailed, objective understanding of their own business and the market in which they operate. Extensive review of literature and focus group analysis revealed nine marketing mix variables; product (service), pricing, promotion, information, transaction, distribution, reliability, customer service and personalization that influence client’s satisfaction. Promotion is one aspect of marketing mix because the consumers are informed about the new products and their attributes before they develop positive attitudes toward them. It is a way to persuade and informing the target market about the product existence and hence like the product. Sivadas and Baker-Prewitt (2000) are of the view that to satisfy the customer you will send a word-of-mouth to the others thereby increasing the demand of the product. Baker (2000), a good promotion involves product, distribution and price components of marketing. A business' total...

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